2019 // @ CuboCC
Background:
Del Valle is a famous juice brand by Coke®, and we had a mission to launch Del Valle’s Instagram and set pillars to the brand content days before the Mother’s Day (already knowing the mothers were our target number one).
Insight:
The most important thing on that campaign was to not be obvious and talk about mother’s reality in a direct yet careful way, showing brand support and its closeness to families’ routine.
Idea:
We invited Hysteria Group, a portal composed by women who write about the feminine universe in a deconstructed way, to co-create with us Del Valle launch and first contents. From that, we created a skits series showing how the people can be supportive with mothers and showing Del Valle as one of the supporters and a product placement on the ads. Besides that, we built a careful and truthful approach on Del Valle’s Instagram to get close to the mothers.
My part:
All the skits main ideas and, most of all, the content strategy had my touch. I was responsible for creating the Instagram storytelling, including going to shootings, writing the published contents, and building the launch strategy.
Results:
• All the 5 skit videos reached more the 13M views on YouTube.
• Del Valle’s Instagram launch was great, it had more than 80% positive and neutral comments.